We know that Customer Relationship Management (CRM) is more than a listing of customer names and phone numbers. Its core purpose is to track a contact’s personality, preferences, what they value, and help build strong relationships. This is accomplished by providing a historical view and analysis of your interactions with prospective, active and former customers, competitors, vendors and contacts. It is the central repository for ALL information. All activities of the business should refer to the CRM for consistency.
A CRM system should integrate with all aspects of the business: Marketing, Sales, Procurement, Service, Finance, and Accounting. It must contain real time data that has on demand availability by specific business functions. The CRM plays an over-arching role in all of the business processes. It is critical to establish processes to control the data and how it is used throughout your organization.
Best Practice Concepts
We are committed to helping your business be successful. Below are five key best practice concepts that we have identified to support you in your Customer Relationship Management activities:
Make your CRM your source of truth.
Your CRM is a critical part of all of your company functions, and as such, should be the only source of truth for company and contact data for your business. Every colleague should take personal responsibility for updating, maintaining, and using the CRM data.
Pay It Forward.
The CRM is a key source for new sales opportunities. The more information contained on each contact (behavioral trends in purchasing and services) the easier it is to target their needs with your product solutions. If you play your part and enter the right data, it will eventually come back around to benefit everyone, including yourself. The more you know, the more you and your team will grow.
Build stronger relationships.
Nothing says ‘I value you’ more than using someone’s name, knowing someone’s name, making them feel important and leaving them with a positive impression of the experience. You need a rich history and information source if you expect your staff to achieve this level of customer service.
You can predict the future.
CRM history provides amazing insights into contact behavior and can be leveraged to help predict their future requirements, needs and expected response in key situations.
Clients only start once.
You only get one chance to onboard a new client and get to leave a lasting first impression.
For more information about how you can leverage ConnectWise’s CRM functionality to help your business succeed, sign up for the interactive demo, and be sure to subscribe to the ConnectWise Blog for weekly tips from industry experts.